Top Four Benefits of using Social Listening Tools in 2022
By TOC Public Relations
January 28, 2022

In 2022, all types of organizations and agencies should be utilizing social listening tools to maximize growth, deliver effective communication, and make meaningful connections.

Social listening tools are highly intuitive, will help you determine your organization’s exact audience, and allow you the opportunity to locate trends that lead to the visibility of the type of content your followers want to see.

Businesses have used platforms such as Sprout Social and Hootsuite to set up keyword tracking to monitor all mentions of their business and products, watch what their competition is saying or doing on social media, and gauge their social media success trends in their field of focus.

These tools and their purpose is not restricted to businesses. Public safety, medical offices, law firms, and government agencies can benefit from these tools. Although law enforcement, public safety, and government don’t have competition per se, they can monitor their neighboring communities and organizations to stay on top of what they’re posting, issues that may eventually creep into their jurisdiction, and get some great ideas of what to post.

We believe social listening tools are an asset to every team to help carve out a distinct space that stands out in the oversaturated digital arena.

Here are the top four benefits of social listening tools in 2022.

Benefit #1 – Determine Your Audience

After you show your organizational leadership the value of social listening tools, you’re ready to hit the ground running.

Social listening tools allow you to download social media metrics, giving you the POWER to make a strategic decision moving forward.

One of the most significant elements social listening tools offer is helping you determine your audience in a non-time-consuming method. You can connect these tools to your Facebook, Instagram, Twitter, LinkedIn, Google+, and Pinterest platforms to determine who your audience is, leading you to assess their likes and dislikes.

With this data, you’ll be able to study the number of men and women following your account, their age, the time of day they’re most active, and where they are generally located.

All of this will assist you in crafting the type of content you believe is best for that specific demographic. You’ll even notice that your audience will differ between all social platforms.

Benefit #2 – Refine The Content

One of the biggest mistakes we see organizations making on social media is posting the same content on each platform without analyzing the success of previously published content. It makes no financial or business sense to keep posting content that falls flat in engagement and reach.

Without a social listening tool, you’d have to go into each social media platform and review the metrics for each post, one by one. But these social listening tools let the user filter posts by most likes, most engagement, and more.

This will allow you to look at all the top-performing content, determine trends within top-performing posts, and use the analytics to build a social content strategy.

Pulling metrics will also help you determine the type of content that has performed best on each platform. For example, maybe your audience likes to derive content in the form of memes on Twitter, article links on Facebook, and videos on Instagram.

Benefit #3 – Keyword Tracking

Keyword tracking is such an imperative tool in the game of digital media. Why? It makes your competition (or adjoining agencies), their success, and trends in the field visible – keeping that data in mind when launching a campaign and creating content.

If you’re a police department, you’d likely want to track neighboring agencies’ keywords to keep updated on the type of content they’re sharing. But you’re not just snooping on what they’re sharing; you’re analyzing their content based on their metrics to see what is working for them and what is not.

Setting up keyword tracking on social listening tools is valuable but straightforward – keeping you on-trend and targeting a defined audience.

Benefit #4 – Monitor Your Mentions

We’re all curious about what people are saying and thinking about us, right? This is especially true in the digital realm.

There’s no better way to garner feedback than the FREE feedback the public is already giving us on social media. Tracking your organization or agency’s name (keywords) and any relevant hashtags will help you know what is being said about you online.

This is also an excellent method to quickly engage with your audience all in one space while remaining proactive in addressing concerns and gaining new ideas directly from your consumers (or community), the haters, and the general public.

When you find that mention you didn’t know existed and post a comment, like, or share, your credibility as an organization or business will surely rise.

  • $Sentence structure
  • $Word length
  • $Pronouns (first or third person)
  • $Identify jargon and simplify its definition

Sentence structure

Building a sentence structure is key in maintaining consistent grammar and verbiage. Determine if you want to abbreviate all applicable words, how you want to utilize acronyms, and research which hashtags work best with your posts and messaging.

Word length

When it comes to the length of your captions, shorter and to the point is always better. No one has the time to read a novel; take a moment to define the average length of your agency’s forthcoming social media posts.

One way you can strategize on social media to keep captions short is to encourage your audience to click a link directed to your website. It’ll allow you to keep the caption short, build consistency in directing them to the website for the full story and even drive more traffic to the website.


When it comes to pronouns, it’s vital to define what voice you’d like your channel to speak from. First or third person? Just to note, a social media channel is seen as much more personable when speaking in the first person. For example, speaking in first person would be, “We are making you aware of a critical incident that occurred…” opposed to, “Los Angeles Police Department is making you aware of…” 

When looking to engage the community, you want to be as personable as possible. But, it’s up to you how you’d like to use pronouns on social channels based on your agency’s personal goals. See what works for you!

Identify jargon and simplify

This is a big one in law enforcement! We have so much jargon that we need to define and simplify for a general audience.

Imagine if you were reading verbiage from a cardiothoracic surgeon filled with medical jargon after jargon, you’d probably have to re-read it five times, still not understand and then question if you even know your own language at that point. 

One way you can achieve this is to pick out the top five pieces of jargon frequently used, write them down, and define them in a way that is easy for your agency and the general public to understand.

Remember, creating a strategic brand voice outline is imperative to your brand visibility and the overall success of your agency’s social media presence. It’ll take some time to create, but your organizational leadership will thank you and maybe even adopt the social media brand voice for the entire agency!